If Marketing is a
Battle
against Consumer Cynicism, is Market
Research's 'Voice of the Consumer' really Friendly Fire?
Nick Southgate Cogent Elliott
Introduction
The inspiration for this paper was twofold. One frequently heard the complaint from people within the marketing community that 'consumers had become more cynical'. A widely reported Marketing Society survey of 300 of its members published in November 2003 showed that 66% now thought consumers were cynical about marketing. Further, 77% thought consumers trusted corporates less, and 86% thatconsumers had higher...